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Five resolutions for engaging content

Make 2020 your year for website success



by
Business development, social media & strategy
 

Good content – whether social or website – is all about habits, so harness the power of New Year’s resolutions to make 2020 your year to excel at generating content. Habits are all about repetition: once you’ve done a task enough times it becomes part of your working routine.

Take time to read the news in your sector

Regular consumption of good quality news and familiarity with thought-leaders in your sector will give you a steady stream of ideas for your own content. But a news habit can be a problem, too, if you are using it as a distraction from work or if it is contributing to overwhelm. Consider setting yourself some healthy news boundaries. ‘I will listen to industry podcasts during my commute’ or ‘I will spend fifteen minutes a day reading newsletters and then delete the rest from my inbox’. You don’t need to read (or listen to) everything – even something is better than nothing.

Plan ahead

A content plan is an absolute lifesaver. It is far, far easier to begin generating content when you already have an idea – and possibly a call-to-action and some SEO terms. There are plenty of content planning apps out there – or you can use a spreadsheet or a document, or even do it on paper. Make an appointment with yourself every three months and plan your content. And get into the habit of noting down content ideas as you go along. See our post about scheduling content for more ideas.

Learn to love metrics and set targets

If you can measure it, you can improve it. A goal like ‘Do better at engaging with potential clients’ is very hard to achieve. Because how do you know when you’ve ‘done better’?

But set a target like ‘Convert fifty per cent more enquiries into paying customers’ and you can (with skill and persistence) hit the bullseye.

So look for content metrics – that is, things you can measure, like website hits, or number of conversions, or number of shares and re-tweets, or number of postings made – and set out to improve them.

Set aside content time

If content is important to your web strategy then you need to actually set aside time (and that may mean money, too) for creating it. It is a lot more efficient to batch tasks up, so plan to write the week’s or the month’s content all in one go. Be honest about the amount of time it takes you to write content, too – and don’t forget to factor in picture research and uploading tasks.

Re-use and recycle your content

Once you’ve got a good stream of content flowing into your website, it’s time to schedule a website review. A rolling content audit is a great idea because it keeps the task manageable, and it will help you generate ideas for new content, too. So aim to dedicate an hour or so each month to auditing your website content.

Consider outsourcing content tasks

Your voice and your expertise are your most important assets as a website owner – but you don’t have to do all the heavy lifting. It is quite possible to outsource routine admin tasks like uploading. Picture research is another job you can hand over to a colleague. And a skilled professional content creator who has been well briefed can generate blogposts, tweets and web pages that match your organisation’s voice. You can even outsource website auditing.

As a reputable web developer, Eonic draws on the expertise of all kinds of Kent-based website professionals – from designers to newsletter writers to picture researchers. So if you want 2020 to be the year your website starts working for you, get in touch and find out more.